| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === In the last few years, the domestic coffee chain store's competition is intense day after day. To survive in this competitive environment, many promotion activities are launched in order to increase sales. Although, to consumer, price cut makes lower expenditure, does it also mean to decrease their sacrifice? Whether consumer affects their normative evaluation and perceived value because of price cut?
This investigation takes consumers with experience of buying from promotion activities as the subjects of the study. We collect data through online questionnaire. This research bases on literature review create the cause-and-effect model of promotion activities, normative evaluation, perceived value and purchase intention. Through factor analysis, reliability analysis, regression analysis, structural equation modeling and MANOVA by the SPSS and AMOS, we probe into the cause-and-effect relationship of each construct in the research in order to have a close look at the management implication.
The empirical results indicated that positive paths exist on the chain of promotion activities with normative evaluation and perceived value. We also found that promotion activities would mediate purchase intention through normative evaluation and perceived value.
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